Free template
WordPress Lead Generation Survey Template
A multi-step survey that qualifies leads while it captures them. Instead of a dead three-field form, visitors answer six conversational questions - department, channel, tactics - giving your sales team context before the first call.
Live interactive preview
This is the actual template running in your browser - click through it. No submissions are saved.
Who this template is for
B2B marketers and founders running lead-gen campaigns on WordPress. If you want richer lead data than just name and email - department, pain points, current tools - this template collects qualifying signal without tanking conversion.
- Free trial signups that need qualifying data upfront
- Marketing quizzes driven by paid social or search ads
- Event and webinar registrations with attendee segmentation
- Sales-assist lead capture on product and pricing pages
What's included
- A welcome screen with placeholder incentive copy you can swap for your own offer
- Six questions: name, email, department, lead capture methods, lead-gen tactics, top channels
- Mix of short text, email validation, multiple choice, and multi-select checkboxes
- 'Other' option enabled on open-ended answers
- Thank-you screen and split-background design tuned for completion
How to customize this template
Lead with the value exchange, not the ask
The default welcome copy is a placeholder referencing a free trial code - swap it for whatever you're actually offering in return (early access, a discount, a report, priority support). Name what the respondent gets before you describe the survey. Forms framed as value exchanges convert 2-3x better than 'fill this out' framing.
Cut questions you won't actually use in sales calls
Every additional question drops completion by roughly 10-15%. If your sales team only cares about department and company size, delete the channel and tactic questions. You can always add them back after you see completion rates.
Watch for conditional logic support (coming soon)
Conditional branching - showing different questions based on earlier answers - is on the FlowForms roadmap. Once it ships, routing marketers to channel questions and salespeople to CRM questions becomes the single biggest completion-rate lever in a multi-step survey. For now, keep the survey short so all respondents can reasonably answer every question.
Get responses to your sales team without delay
Today, turn on email notifications so every submission pings your sales inbox (or a shared alias) with all the answers inline - your reps get context before the first call. CSV export, native Zapier, webhook, and HubSpot integrations are on the roadmap - once they land, you'll be able to map MC answers straight to custom contact properties in your CRM.
Change the thank-you screen to auto-redirect to the trial signup
Right now it just says 'Thanks for your time!' - momentum dies there. Swap it for a redirect URL pointing to your trial signup, or embed the trial code directly in the thank-you copy so they can act immediately.
Frequently asked questions
How is this different from a regular contact form?
A contact form captures who someone is. A lead generation survey captures who they are plus what they need - department, tactics they're using, channels that work for them. That context lets your sales team prioritize and personalize outreach instead of sending the same generic follow-up to everyone.
Does multi-step actually convert better than a single long form?
For forms with more than three fields, yes - consistently. Breaking questions across screens lowers perceived effort (the user only sees one question at a time) and a conversational flow converts visibly better than a static block of inputs.
Can I add conditional branching?
Conditional branching is on the FlowForms roadmap - once it ships, you'll be able to route the survey based on any answer (for example, showing marketing-specific follow-up questions only to people who picked Marketing as their department). Until then, keep the survey focused so all respondents can reasonably answer every question.
How do I connect this to my CRM?
Today, the simplest path is email notifications - every submission lands in your sales inbox with all answers inline, and your reps can copy the details into the CRM manually. CSV export, native Zapier, webhook, HubSpot, and Mailchimp integrations are on the roadmap - once they land, you'll be able to push submissions directly into whatever stack your team uses.
Will it work as a landing page form for my ads?
Yes, three ways. Embed it on a dedicated landing page with the [flowform] shortcode, drop in the FlowForm Gutenberg block, or share the form's direct link - a standalone URL where the form renders full-page with no site chrome (ideal for paid-ad landing pages and email campaigns). For best results, match the welcome screen headline to the ad copy so the message is continuous from ad click to form submit.
Can I A/B test different versions?
Not natively, but you can duplicate the template, tweak the copy or question order, and run traffic to both via a landing-page tool like PostHog or Google Optimize. Track completion rate and downstream conversion (not just submit rate) to pick the winner.
Related templates
Ready to use this template on your site?
Install FlowForms from the WordPress plugin directory, load this template, and publish. Free forever on the plugin's free tier.
Install FlowForms free